Kininvie

Kininvie is a premium single malt scotch whisky from renowned distillers William Grant & Sons. Originally used in blended whiskies, it was kept secret for over two decades and only released as a 23-year-old vintage in small batches.

At the time, it was decided no brand marketing would be developed. It was hoped that word of mouth would suffice and that Kininvie would become a collector’s item, fuelled by insider secrecy.

Yet, in spite of Kininvie’s qualities, it gained little momentum. So, a one-off highly-targeted press campaign was planned. For the ad, I played on the reclusive narrative, creating intrigue while also positioning Kininvie as a rare and special whisky.

Following the campaign, collectors and retailers quickly grasped the opportunity; today, vintage-batch bottles retail for well over £100 and the small distillery in Dufftown in Scotland continues to craft high-grade niche single malts.